David Game College - Marketing Essentials: Burberry Marketing Plan

This report provides a comprehensive marketing analysis of Burberry, a prominent fashion brand. It begins with an introduction and a rationale for the business's success, followed by a SWOT and PESTLE analysis to assess its internal strengths and weaknesses, as well as external opportunities and threats. The report then outlines specific marketing objectives, segmentation, targeting, and positioning (STP) strategies. Furthermore, it details the marketing mix, including product, place, price, and promotion strategies, and concludes with an implementation plan for a promotional launch, including budgetary allocations. The analysis offers insights into Burberry's market position and strategic recommendations for future growth and profitability.

Marketing
Essential
(TASK-3)

Table of Content
 Introduction
 Background Of Business And Rationale Why Business Will Succeed.
 Swot And Pestle Of The Business
 Marketing Objectives For The New Business Plan
 Stp For Business
 Marketing Mix For The Business Plan
 Implementation Plan For The Promotional Launch
 Conclusion

Introduction
The marketing plan is the plan or strategy for the future
course of action. The marketing plans are generally made
for achieving the desired goals and targets and for satisfying
the unlimited needs and wants of the customer's.

Background of business and rationale
The company taken for this report is Burberry which deals
in fashion accessories, clothes, fragrances, etc. The
company is headquartered in United Kingdom. Burberry has
a good brand image in the market as the company is
continuously focusing on improving its business.

SWOT of the business.
Strength- Burberry has the
experience of more than a
century. They have a large
supply chain in which whole-
seller, retailer etc. are working
with them globally. Burberry
has a wide portfolio which
include clothes, perfumes etc.
that are accepted in all over the
world.
Burberry's 500+ stores are
operating smoothly in more
than 50 countries which build
trust factor in eyes of customer
and create their value a British
brand.
Weakness- Burberry has to face
price based competition from
their competitors. As there
products are too expensive
while competitive products are
available at a reasonable price.
Burberry's product are only
classified as a they are in
budget of only upper section of
society.
They have low share in market
as their segment is only cover
upper class of the market.

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Opportunities- Burberry can increase
their demand by collaborate with
other companies this also help them
to increase their market share as well
as new ways to expand and grow
their business.
By focus on more marketing and with
doing of proper advertising cosmetic
section can achieve more growth as
in today scenario consumer are
moving towards herbal and organic
products.
Burberry has a new section to enter in
market and increase their sell which
is known as E-commerce platform.
Threats- as market is expanding
globally companies has to face
competition from international
market also. Like Prada, Zara, Gucci
are a threat for future.
Consumer are switching towards other
company as they have high
bargaining power and local
companies are providing low cost to
them with a good quality product.
Company has large number of store to
operate so some time delivery of
products at store is become a difficult
task to do.

PESTLE analysis
Political factor- As Burberry is operating their business all
over the world. Each country has their own code of conduct
by which Burberry store are bounded. They have to follow the
rules of that country.
Economical factor- It help a company to know that how
much amount is spend by an individual of that country. Like
most tourist who come to visit the Britain prefer to purchase
Burberry product as it is a status symbol in society.

PESTLE analysis
 Social factor - Burberry has different types of customer
like each of them has a different background they belong
to a different culture as it is because they have their
presence in different countries.
 Technological - At present scenario there is a new
business platform in Market which is known as E-
commerce.

PESTLE analysis
Environmental - Products of Burberry are present
everywhere. They already making their products like clothes
from organic wool that are environment friendly.
Legal factor - for a big, success company must have to
abide by laws. Favourable legal law help the company to
find some positive effect in a country.

Marketing objectives
Specific- The major aim of the business will be to improve and increase
the profit of the business organisation.
Measurable- The focus will be on achieving more than 50% of the
market share of the company. This can be done by increasing the sale
of the company.
Achievable- The targeted goals can be achieved by focusing on the
female customers of the company. As there is a good opportunity for
the business to attract the females of middle and high income class.

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Relevancy- Burberry has a good brand image in the market. So it
will be easy for the company to introduce a new product and to
compete with the competitors.
Time Bound- The targeted goals and objectives needs to be
achieved within the period of one year by the organisation.

Stp For Business
 Segmentation
 Targeting
 Positioning